When Bozoma Saint John joined Uber as its first ever Chief Brand Officer, she knew that shifting the culture and perception of the ride-sharing giant would be no small feat – but she loves a good challenge.

In this 2018 SXSW Featured Session, hear her share tips and strategies for evolving brands using bold campaigns and compelling storytelling with, of course, a good dose of style and flair.

“I feel like we are in a very serious and complicated moment where we have to take the power and change the industries, and the communities, and the environments that we are in for the better. By the way it’s just not up to women; we need men to do that too.”

Moderator Jo Ling Kent from NBC News asked about the creative process for brands and what that looks like for a big company. “The product itself has to be exceptional. You have to start with all the features and conveniences, and excitement with the future – it starts there. But I have to come back to the people…the people that are inside experiencing Uber,” said Saint John.

Perhaps the biggest takeaway from the session was when an audience member asked, “What is Uber doing to win me back?” Saint John responded with, “the change is in how we are interacting and dealing with drivers.” Saint John explained that Uber has thought about what the drivers wanted. She wanted the drivers to feel more confident in their participation, in addition to wanting Uber to question and to think about why and what they were creating as innovators. The human story is what will win consumers back.

Learn more about what Saint John had to say about her time at Uber in the full SXSW 2018 Featured Session, Break & Re-Make Your Brand with Uber from the Brands & Marketing Track.